Overstay Checkout

Challenge: Increase hotel occupancy during a quiet off peak period.
Insight: Guests are nearly always forced to leave their hotel room at a set time despite the fact that their room may not be required by another guest for hours or even days.
Idea: A new business model that allows guests to stay on for free until another guest books their room.  

PR: With a budget of just $80,000 the innovation achieved earned PR worth over $1.5 million.